20 Best Web Analytics Tools for Your Ecommerce in 2021

⏱ Reading Time: 15 minutes

In digital marketing, for all website owners and webmasters, one thing remains constant: measuring your website’s performance. You can’t improve your business until you can’t get a clear idea of how you are doing online. 

🚀Read: Customer Experience Guide: How to Put your Customers First? 🚀

Unfortunately, many businesses don’t try to use web analytics at all to reveal their strengths and weaknesses. Most of them rely on Google Analytics without knowing how to use it to its full potential. Do you know that 62% of online businesses don’t have any data analytics strategy?

“Investing in people and the right tools is key for those who want to be successful,” says Brian White, founder of Attorney Brian White & Associates, PC. “But what is more important is to find those people who can understand that data that really matters.”

Why Is Web Analytics Important for Your Ecommerce?

Website analytics helps you get qualitative and quantitative data from your website and competitor websites. Web analytics helps you improve the overall user experience and achieve your business goals. You can see how many visitors come to your site, the number of unique visitors, traffic sources, page views, time on page, and many other useful data.

Web analytics shows the percentage of website visitors that converted daily, weekly, or monthly. Using this data, eCommerce businesses can increase their sales and conversions. 

With the right web analytics tools, you can measure traffic, clicks, page views for your website and your competitors. It is important to know what you can do with that data and how you can circle back all of it together. As Andriy Haydash noted, data itself is a good way to check out how your business is performing, but without applying what you have learned, it will be of little use.

Read 5 Ways Analytics Can Improve Customer Experience

What Are The Best Web Analytics Tools to Increase Your Ecommerce Business?

When people think of web analytics in general, they immediately point up the industry leader, Google Analytics. But it is just the tip of a huge web analytics iceberg. There are a lot of other great alternatives out there to look into. 

Some web analytics tools allow you to get a 360-degree analysis of your website’s performance. While others help you gather qualitative data, and find any possible difficulties in your conversion funnel.

In this article, we will review the best web analytics tools, and you can find the one that will suit your needs the best.

1. SE Ranking

SE Ranking provides a robust suite of SEO tools that help your business focus more on SEO analytics. It helps to create compelling ads and user-focused content to get more shares on social media and via the web. The tool offers traffic analytics to track all important metrics of your website and your competitors. 

With SE Ranking, you can view the results of your SEO marketing efforts and access a wide range of tools to handle a lot of tasks, including:

• Conducting competitor research, ad campaigns, ad budgets;
• Performing keyword gap analysis;
• Monitoring your social media efforts;
• Analyzing your backlink profile;
• Tracking your website positions for your targeted keywords;
• Generating detailed website analytics reports.

SE Ranking is well-suited for business owners, digital agencies, and SEO pros. It provides its 360-degree approach to online marketing. You can get access to your SEO, content marketing, and PPC strategy in one place and share it with team members within your company.

Picture 1. SE Ranking

2. Finteza

Finteza is an advanced webmaster analytics tool to analyze and systematize a lot of data based on user actions on your website. You can build effective conversion funnels, create retargeting campaigns, apply A/B testing, and optimize landing pages and advertising campaigns.

You can see the whole picture of your website performance and place the quality of your site traffic before quality. Finteza provides in-depth analytics for all traffic attraction channels. You can easily analyze data on Facebook, Google Ads, and affiliates. It shows your traffic losses, session duration, bounce rates, and gathers relevant data for advanced analysis. 

Moreover, Finteza allows e-Commerce business owners to create detailed reports and find new interaction patterns to increase profit. Its First-time Purchase section shows a lot of data on average spending, prices, deals, and other parameters that evaluate the behavior of first-time visitors.

Picture 2. Finteza

3. Smartlook

Smartlook is a qualitative analytics software to understand how users use your website and mobile apps at the micro-level. With its unique always-on visitor recording feature, you can see the whole path of users coming from different entry points and sources. You can easily find issues that visitors are meeting to improve the overall user experience.

The tool provides a graphical representation of customers’ activities on a site and mobile apps to get a clear idea of their involvement. Smartlook also has a great funnel visualization tool that you can easily set up in comparison with Google Analytics. Heatmaps give you mass data about where people most click, hover, scroll, and otherwise interact with your web pages.

4. Tidio

Tidio is a powerful customer communication solution that helps you use the concept of conversational marketing to maximum advantage. The tool provides multi-channel support where you can easily communicate with your customers through emails, live chat, or chatbots. It allows customers to ask any questions about your products when you are on the go using a mobile app.

Tidio also includes the Analytics tab. It shows data on the number of leads acquired, messages, chats per day, and visitors on your websites. You can analyze the total reaction time of your agents, the percentage of chat agents have handled, and how many messages each chat has sent. 

The analytics part of Tido is very useful for your e-commerce. It provides interactive chat graphs daily or monthly, and you can easily customize the data range. 

Read How To Make the Most of Customer Journey Analytics

Picture 3. Tidio

5. Crazy Egg

Unlike other web analytics tools, Crazy Egg is a great tool with focus on A/B testing and conversion rate optimization. The tool allows you to track and analyze the whole customer journey using heat maps, snapshots, and recordings. You can better understand how users scroll through your website, what pages they click, and wherein their final journey they are dropping off. 

Crazy Egg has a user-friendly interface that is easily set up and integrated with Google Tag Manager. The visual reporting is also easy to understand using the filter by traffic source to let you segment your analysis. Using all this data, you can make data-backed decisions and add the changes to your website if required. If your business uses platforms like WordPress or Shopify, it is also easy to integrate your site with Crazy Egg.

6. Clicky

Clicky is another great web analytics tool that you can start using right away. In comparison with Google Analytics, the main advantage is the real-time reporting and unsampled data. The provides high-level reporting that lets you get both detailed insights into your website’s performance and each visitor. You can see the full history and paths of your visitors with all actions and sessions that they performed.

Clicky offers a lot of other useful features, like heatmaps, campaign tracking, A/B testing, uptime monitoring. You can access website user data like location, time spent on a page, bounce rates, keyword rankings, and more in real-time. Its spy function allows you to custom a link and view immediately how many users clicked on your website. This web analytics tool comes with free and paid plans.

7. Matomo

Matomo delivers an all-in-one website analytics solution for e-commerce businesses to get more from website traffic. Thanks to its on-premise version, you can keep complete control over your analytics data: store, manage and delete as you need. This self-hosted tool can’t be used by 3-rd parties that are significant for a simple GDPR policy. 

“You can place your servers anywhere in the world, and your business will get 100% data ownership and user privacy protection,” says Ginny Allen. Matomo comes with other useful features, like session recordings, form analytics, heat maps, A/B testing, event, and content tracking. The number of data points you can gather is overwhelming. You can get a detailed analysis not only of visitors and their behavior, but also things like e-commerce, acquisitions, and media analytics.

Picture 4. Matomo

8. Woopra

Woopra is a powerful customer journey analytics tool that visualizes and optimizes every single step of the customer journey. It gives you data that can answer all your business questions and find ways to generate more conversions and sales. You can get detailed information about what your customers are doing and who is opening emails or purchasing.

“One of the best things about Woopra is the option to store all your website’s and clients’ history to effectively monitor all the process,” says Tom Siani from Social Tradia. “Woopra detects all errors and difficulties at the beginning of the customer lifecycle and builds stronger customer relationships.”

Picture 5. Woopra

9. Mixpanel

Mixpanel is an advanced conversion analytics solution that evaluates what matters, takes quick decisions and creates effective products using data. The tool visualizes your data, shows how people engage with products, why they convert and stay on the page in real-time. You can build conversion funnels, specify which events to track, view flows, and get a complete understanding of how customers complete certain actions.

Mixpanel includes other valuable features like impact analysis, user profiles, and correlation analysis. You can create effective reports with different data and collaborate with other team members to look at the insights. With the new UI changes, you can change filters quickly and build dashboards combining different reports into one.

Read Top 10 Collaboration Tools to Run Remote Company with Ease

10. Cyfe

Cyfe serves as an all-in-one business dashboard that easily keeps track of all your business data in one place. The platform pulls data from different sources like Google Adwords, Salesforce, Paypal, etc. It includes pre-built widgets to automatically connect with different online tools and extracts data from your sales, social media, email, advertising, and finance accounts. The tool markets it easy to customize dashboards for visual reporting.

Picture 6. Cyfe

11. Facebook Insights

Do you use Facebook for your e-commerce business? If yes, you need to have a structured approach to measure your social media efforts and achieve your business goals. Facebook Insights gives tons of valuable information on comments, likes, follower counts, engagement, post reach, and other data points. 

The tool will evaluate your results and increase user engagement to figure out what works and what doesn’t work. Moreover, Facebook Insights is free. 

Read Using Facebook Messenger for Customer Service

Picture 7. Facebook Insights

12. Chartbeat

Chartbeat is a useful web analytics tool for e-commerce businesses that regularly post content on their news sites and blogs. It looks at the user behavior and shows how users view your stories on a live basis. You can see which stories users resonate with and how many people are on your web pages in real-time. The tool comes with feature-rich dashboards for your historical and live traffic, uploaded videos, etc.

 You can better understand the most important key metrics on visitor engagement in real-time. Thanks to its robust analytics dashboard, you can see integrations like Google AMP and Facebook Instant. If you have your own mobile app, you can easily integrate it into Chartbeat and receive more information about your performance.

13. Adobe Analytics

If you use different sources to pull data from (not just your website), Adobe Analytics will be a good solution. It tracks your website metrics and gives actionable insights for improving your overall performance. Adobe Analytics extracts data from social media, search, mobile users, videos, and tracks user activity on other third-party data integrations.

With its advanced segmentation, you can easily understand aggregated data on your website and get it all in one place. Adobe Analytics comes with other useful features: 

• building custom metrics
• measuring customer journey
• integrating marketing strategies
• reacting to trends
• getting access to real-time data.

14. Alexa

Alexa is one of the largest website analytics tools built around traffic metrics to get strategic insight and competitive intelligence. It analyzes website’s ranking, site traffic sources, and builds comprehensive monthly reports for your website using accurate analytics.

The best thing about Alexa is the ability to keep track of website traffic trends. It shows who visits your website, how long users stay on pages, and what content resonates the most with them. Using this data, you can create better content for your target audience and improve your site performance.

Picture 8. Alexa

15. GoSquared

GoSquared is a great analytics tool that helps you build strong communication between your business and your customers. The tool focuses on measuring how long a unique visitor has been active on your website. Thanks to its unique method, you can get the length of time when someone first visits your site. That ping works in the background until a visitor drops off the website, and it doesn’t interrupt the user experience. 

GoSquared provides a lot of other valuable features like Smart Prediction, Timeline Annotations, and Organisations +ISPs. It serves as a kind of CRM where you can upload your email list. Once you do that, you can gather more details about your social profiles, contact’s companies, and much more. You can easily engage with your leads on your site in real-time by using live chat and increasing sales.

Picture 9. GoSquared

16. Paldesk

Paldesk is a powerful omnichannel communication platform. It helps you talk to your visitors and customers within one place, apart from how they connect with you. It effectively answers customer questions, optimizes the time of customer support agents, and chat with your customers while staying offline. 

Paldesk offers advanced support and integrated with multiple communication channels, including Slack, Viber, Joomla, WordPress, etc. So, your clients don’t need to go out of their way to connect to these businesses. Moreover, the platform gives you a more in-depth insight into agent performance and chat statistics in real-time. You can easily build comprehensive weekly reports for your clients on the number of groups, agents, and conversations by channel.

Read Omnichannel Guide for Digitally Advanced Brands

17. Conversific

Conversific is a new e-commerce analytics and conversion optimization tool for Woocommerce and Shopify. It lets you optimize your traffic, increase conversions, collect comprehensive data, and boost your online store. The tool focuses on getting and analyzing the data from your Shopify or Woocommerce store. You can get clear insights and built-in tips on how to make improvements based on the results of your website.

Conversific builds for each of your customers a detailed view of their actions, contact details, revenue, and product interaction. You can also easily integrate Shopify analytics with Google Analytics to get better customer insights.

18. Siteimprove

Siteimprove tracks and gathers detailed information from your websites and is far more insightful than Google Analytics. With its intuitive and simple dashboard, you can easily find broken links, different misspellings, and other difficulties within your website. Its advanced funnels feature tracks the behavior of customers that visit specific pages they follow to the desired destination. It reveals where visitors spend most of their time on your pages and presents the data in an eye-catching graphic.

You don’t need to have special skills to use this tool. Because Siteimprove provides helpful tutorials and knowledge base with FAQS and videos to get the most out of its features. The tool also had the dashboard tracking multiple KPIs for web development and marketing teams. You can easily check out to measure your website efforts while increasing SEO in a competitive marketplace.

Picture 10. Siteimprove

19. SimilarWeb

SimilarWeb is a must-have analytics tool for digital marketers. It collects a detailed data set to outperform your competitors and improve your website performance. The tool provides meaningful data on the volume, traffic sources, engagement, segmentation, bounce rate, page views, conversions, and geographic.

You can see which keywords your competitors are using to drive the most traffic and get more insights about their strategies. It helps you to find new opportunities for your SEO and SEW investments. With all this data you can make decisions based on generating more customers and improving the overall user experience.

Read How to Improve SEO – A Technical Training

Picture 11. SimilarWeb

20. Hotjar

Hotjar provides a quick and easy way to understand your user’s behavior on your website for a better user experience. The tool doesn’t focus on giving website traffic, but rather on checking out how visitors interact with your website and collecting feedback. The best thing I like about Hotjar is the ability to view the click, move and scroll heatmaps. So, you can quickly check out what and how many times your visitors click on certain pages and elements.

The tool also uses conversion funnels, surveys, form analysis, feedback polls, and visitor recordings. It has an intuitive interface and easy to create accounts for other team members of your company. Hotjar uses data and insights from Google Analytics and shows the full visitor’s journey. It shows how users interact with content, what devices they use, and what part of a website they are landing on.

Picture 12. Hotjar

Bottom Line

Website analytics take a significant role in your online performance. Without measuring your website analytics, you can reach your e-commerce goals and increase sales. That’s why it is important to use the right web analytics tools for your business.

I have gathered a huge list of the best website analytics tools. These tools are very different: some focus on website statistics, while others on user behavior, event tracking, or SEO efforts. With the right combination of these tools, you can get more leads, and increase the impact of your marketing efforts.

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Irina Weber is a freelance writer and content strategist at SE Ranking. She loves helping brands create, publish, repurpose, and distribute content through different marketing channels. She is a regular contributor to a lot of media outlets like SEW, SME, SMT, CMI, etc.